Brand alliances is a brand

Brand

The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...

ing strategy used in a business alliance

Business alliance

A business alliance is an agreement between businesses, usually motivated by cost reduction and improved service for the customer. Alliances are often bounded by a single agreement with equitable risk and opportunity share for all parties involved and are typically managed by an integrated project...

. Brand alliances are divided into three types:

Cobrands

Cobrands are the usage of two or more brands on one certain product. For example, Dell computers carries three brands on their packages and cases: Dell, Microsoft Windows, and Intel.

A visible example of cobranding is Yum! Brands

Yum! Brands

Yum! Brands, Inc. or Yum! is a United States-based Fortune 500 corporation. Yum! operates or licenses Taco Bell, KFC, Pizza Hut, and WingStreet restaurants worldwide....

 combining two or more of their restaurants under one roof. In many places it is not unusual to see a Long John Silver's

Long John Silver's

Long John Silver's, Inc. is a United States-based fast-food restaurant that specializes in seafood. The name and concept were inspired by Robert Louis Stevenson's book Treasure Island. Formerly a division of Yum! Brands, Inc., the company was divested to a group of franchisees in 2011.-History:The...

 and KFC or a Pizza Hut

Pizza Hut

Pizza Hut is an American restaurant chain and international franchise that offers different styles of pizza along with side dishes including pasta, buffalo wings, breadsticks, and garlic bread....

 and Taco Bell

Taco Bell

Taco Bell is an American chain of fast-food restaurants based in Irvine, California. A subsidiary of Yum! Brands, Inc., which serves American-adapted Mexican food. Taco Bell serves tacos, burritos, quesadillas, nachos, other specialty items, and a variety of "Value Menu" items...

 combined.

Brand licenses

Brand licenses are a contractual agreement where a company lets another organisation use its brand on other products in exchange for a licensing fee.

An example of brand licensing is seen in the Walt Disney Company's relationship to Tokyo Disneyland

Tokyo Disneyland

is a 115 acre theme park at the Tokyo Disney Resort located in Urayasu, Chiba, Japan, near Tokyo. Its main gate is directly adjacent to both Maihama Station and Tokyo Disneyland Station. It was the first Disney park to be built outside of the United States and opened on April 15, 1983...

. The theme park is owned by The Oriental Land Company

The Oriental Land Company

is a Japanese leisure and tourism corporation headquartered in Urayasu, Chiba, Japan. The company owns the Tokyo Disney Resort in Urayasu. The main shareholders of the company are Keisei Electric Railway and Mitsui Fudosan...

, which licenses the theme from The Walt Disney Company.

Cross Marketing

Cross Marketing is an agreement for mutual promotion between two companies. One company for instance will include coupons for another company in its parcels to its clients if the other company will agree to include a promotion from the other company in its direct mails to its client base.